Adobe Target Review

It seems to be a current trend for testing tools to notice the increased importance of and demand for personalization. So, while Adobe Target used to focus on testing, they mixed in a little bit of personalization.

Adobe Target leverages data from Adobe Experience Cloud and third-party sources to help you test and optimize your web properties. It’s possible to use Adobe Target across channels: on your website, emails, banners and ads. It can be seen as a “complete optimization solution” aimed at marketers who want to experiment quickly and pick the best performing experiences for their viewers. This can be done through every step of a customer’s journey, providing a continuous experience.

Target applies artificial intelligence (Sensei) and machine learning to determine the right experience to serve every individual visitor.

Implementation

You have to add one line of code to enable testing, but implementation usually takes longer than other solutions in the market and may not be as seamless if you’re not an existing user of Adobe products.

The same Gartner research reports that users rely on partners and other products in the Adobe Marketing Cloud to do personalization, and use the tool primarily for testing despite its broader offering.

The verdict about Adobe Target

If you are an existing Adobe Marketing Cloud customer, this is the most sensible option for you to go with as you are already invested and integrated in the platform. If you’re looking for an enterprise-grade solution that incorporates testing, automated personalization and the ability to customize algorithms, Adobe Target’s Premium offering is also a good bet. You can stop reading now.

If you are not an existing customer or have a very limited budget, it’s a very big commitment to make. It will require serious investment in terms of both time, effort and money to implement this tool. There are many other products that focus only on personalization. These would be a better fit for you, and wouldn’t be requiring you to sign up to a whole package of tools, most of which you probably don’t need.

By the way, if you would like to know more about Adobe Premium, you can take a look at this comparison from the Adobe website.